Stanford study finds consumers proritize brand name over sustainability via Personal Care Insights

Beatrice Wihlander
7 May 2025

A study from Stanford University, US, has found that beauty shoppers pay more attention to brand names than to sustainability claims. But, when buyers favor sustainability, they were shown to trust smaller cosmetic brands over large names due to greenwashing awareness.

“It turns out that package size, ingredients, and brand name are much bigger drivers of purchases than sustainability,” says Kristina Brecko, an assistant professor of marketing at the University of Rochester.

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